By: The United Kingdom's Telegraph Group Ltd. receives up to 15% of its electronic advertisements via its delivery Web site after implementing the online service, which is hosted and managed by London-based Vio Worldwide and incorporates preflighting technology from Markzware of Santa Ana, Calif.
Integrated by Vio, the solution enables advertisers, at no charge, to go to the designated section of the Telegraph's Web site, download the service, and quickly check their Portable Document Format files with Markzware's FlightCheck Online (formerly MarkzNet) for completeness and PDF integrity. They may then send them directly into the workflow at Telegraph, publisher of The Daily and Sunday Telegraph, The Spectator and The Weekly Telegraph, confident that the files meet the group's production specifications.
A Vio Job Description Format (JDF) customized job ticket accompanies each preflighted file, providing ad-specific information required by the Telegraph. The job ticket also attaches a preflight report, ensuring that the ad conforms to production requirements set up as predefined parameters within FlightCheck Online. Problem files are instantly flagged for changes before sending.
Ads as digital files have made their way to Telegraph through various forms of file transfer, only one of which offered a checking process, according to Group Ad Production Manager Mark Fletcher. He said Vio's solution now automates the process from any advertiser's desktop. In seeking a cost-effective, easy-to-use system to transfer fully validated ad files, he acknowledged "a longstanding relationship with Vio" for the transfer of all color advertising.
"In the first two months we had received nearly 1,000 files from the UK and across the globe," said Fletcher. Though marketed for classified display and to ROP advertisers still submitting hard copy, he said "we plan to roll out the service to the rest of our customers in three more stages."
In a statement announcing work with Telegraph, Vio Group Marketing Director Miranda Clegg called it an example of how customized job tickets can work for a newspaper. For maximum automation, all sender-entered information presented as a JDF job ticket "can also be integrated and used with other internal business systems," said Clegg.
Fletcher said Telegraph hopes to export booking systems data in order to "automatically fill out a client's job ticket," thereby assuring that an ad is both produced and published as intended. "This ... second stage of development work," said Fletcher, "is due to start soon."
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